Customer Driven Market Selection

We help our clients make a more informed strategic new or adjacent market selection by complimenting their existing capabilities through the identification of key stakeholders and analysis of their core values and the key success factors which will underpin market success.

Our clinical access network enables us to bring lead users and clinical experts to the strategy process, contrasting their experience with existing resources to inform the exploration and validation process. Identifying key success factors (KSF’s) and quantifying the gap between the expected, desired, and current satisfaction of KSF’s decodes the DNA of market success into tangible challenges and innovation opportunities.

Frequently, research is initially qualitative and moves to quantitative in order to provide data to support filtering, prioritization, and decision-making. Our research tools are underpinned by the Four P’s (Product, People, Process, Place), a methodology which drives us to build a 360 degree perspective on a procedure, device, disease state etc.

Insight Translation

Qualitative primary research creates a mountain of data; finding the gems within it takes disciplined analysis, ordering, clustering, language processing and re-casting to create usable and complete need statements.

Our cross-disciplinary team of medical professionals and innovators extracts tangible stakeholder needs and desires that can be linked directly to constituent market voices. At this point it is important to consider the ladder of abstraction, e.g. the level to which like needs are clustered under an encompassing and robust grouping that captures the core nature of the unmet need to a level which allows filtering, prioritization and decision making.

Stakeholder Needs Prioritization

Our qualitative and quantitative research and analysis toolkit enables us to prioritize stakeholder needs based upon how well those needs are currently satisfied versus how important they are to stakeholders.

Research falls into two parts: capture (e.g. face to face, phone or web based) and analysis (e.g. Analytic Hierarchy Process, frequency mapping etc). Its goal is to provide an appropriate level of statistical granularity to enable filtering into the invention stage, ensuring we solve the problems the correct stakeholders value. Analysis at this stage can also identify over-delivered needs, which represent opportunities to cost save or change the basis of competition.

Technology Scouting

Technology Scouting is a process of finding and/or transferring existing solutions to address a spectrum of stakeholder needs. Our view of Technology Scouting (and Ideation) is that our clients generally possess 90% of the capability in house already. Our experience however is that internal structures, tools, metrics, and sometimes culture mean that applying that in-house brain trust can be a problem.

Clinvue brings an accessible and transparent structure to Technology Scouting that defines clearly bounded investigative tasks to be carried out (to address a prioritized need) and then presents these in an easily understandable (and reusable) hierarchical network topology which thoroughly landscapes the solution space, mapping underlying root cause analyses

Creative Ideation

In keeping with our Technology Scouting philosophy, we like to make as much use as possible of our clients in-house creative resources to populate creative ideation sessions aimed at generating new solutions.

To this we add External Stimulators in order to balance group dynamics between dreamers, realists and critics while bringing disparate experiences and discrete expertise. Embracing open innovation in this way also allows us to spread our net further than just our own capabilities; however, maintaining structure and accessibility of results is paramount and so Clinvue brings tools to the ideation process that create clearly bounded creative tasks, filter criteria, and diligent thoroughness. Using Mutually Exclusive Collectively Exhaustive (MECE) analysis demystifies white space adding context and rigor to the creative process and thorough, logical exploration of the invention landscape.

Idea Prioritization

The output of Tech Scouting and Ideation can be vast; so, ordering, filtering, and prioritization are key. We make informed decisions regarding which potential solutions to progress into the concept stage by scoring and contrasting them against agreed criteria such as stakeholder fit, delivery against need, brand fit, technical feasibility, perceived risk (technical and commercial), projected development cost/timescale, etc.

Core to this capability is maintaining objectivity and avoiding over-enthusiasm, in order to build a balanced portfolio of innovation risk and reward.

Concept Synthesis

In addressing a hierarchy of needs, any marketable product is a synthesis of primary (core) and secondary features which are enabled by technology solutions derived from Tech Scouting and Ideation.

Clinvue uses a process of deconstruction and recombination of solutions to create recognizable, understandable, and (most importantly) market testable virtual product embodiments. Key to this process is creating embodiments that tell a story when tested with stakeholders; Clinvue maps embodiments back to Key Success Factors, adjusting the degree to which these are met in order to force stakeholder reaction and avoid the ubiquitous 3 on a scale of 1 to 5.

Concept Development

Using a logically constructed series of virtual product embodiments, our industrial designers, researchers, and engineers work together to iterate and mature concepts based upon stakeholder testing, design refinement, and feedback from Key Opinion Leaders. At this point in the development process Clinvue becomes considerably more focus group friendly, adopting tools such as this to rapidly gain feedback around now tangible stimuli and criteria.

Our techniques probe both pre-cognitive and cognitive stakeholder reaction; all focused upon landing the process at a final concept embodiment with supporting decision data. This then becomes the basis of your Customer Requirement Specification and begins to populate the Product Requirement Specification.